1. Courtney Boyd Myers, Yoav Farbey, Nicolle Weeks
Tuesday, May 14, 13

2. INTRODUCTION
‣ Wine Publishers
‣ Premium Wine Service
‣ Our team of experts works closely with
quality-driven winemakers around the
world.
‣ Our company includes a network of
London’s most wonderful delivery men.
‣ We are delightful, dependable and never
too dry.
‣ If we wouldn't spend our own money on
a product, it's not made available on
WineMe.
‣ Limited Choice for Maximum Pleasure
OUR VISION
2
Tuesday, May 14, 13

3. AGENDA
Product
Life
Cycle
Business
Case
Stakeholders
Market
Analysis
Key
Metrics
User
Personas
3
Technology
Roadmap
MVP
Feature
Prioritization
Storyboarding
(Wireframes)
Product
Page
Conclusion
Tuesday, May 14, 13

4. PRODUCT LIFECYCLE 4
Development
(post-­‐MVP)
• User
research,
market
research,
hire
needed
team
members
• Develop
detailed
speciKications,
prioritize
features,
test
plans
• Code,
test,
deploy,
usability
testing,
acceptance
testing,
debug,
tune,
iterate
• Partner
with
5
shops
+
2
local
delivery
teams
e.g.
Shutl
Introduction
• Alpha
launch
w/
early
press
for
800
customers
• Target:
distribute
3K
bottles
in
1
month
• Gather user feedback
• Pivot or Pursue meeting
Tuesday, May 14, 13

5. PRODUCT LIFECYCLE 5
Growth
• Maintain
product
quality
• Build
priority
levels
2-­‐3
features
• Offer
promotions
+
launch
referral
programs
Maturity
• Test
other
verticals
locally
• Test
European
markets:
Paris,
Berlin
&
Dublin
• Hire
audience.io
to
launch
in
New
York
City
Decline
• Drink
a
lot
of
wine
Tuesday, May 14, 13

6. BUSINESS CASE 6
Executive
summary
Wine.Me
provides
a
convenient
service
to
customers
in
London
who
need
good
wine
at
a
reasonable
price.
Our
Unique
Selling
Point:
We
bring
to
market
a
technology
that
allows
the
customer
to
order
wine
in
under
2
minutes
with
wine
arriving
within
15
minutes.
Objectives
•
To
be
the
go-­‐to
wine
delivery
service
•
To
satisfy
our
investors
+
achieve
1.35%
of
market
share
by
2018
•
Serve
wine
deliveries
to
London
customers,
expanding
to
New
York
within
Lirst
3
years
of
business
Tuesday, May 14, 13

7. BUSINESS CASE 7
Business
JustiKication
and
Cost
/
BeneKits
Our
market
analysis
shows
a
gap
in
the
market
for
affordable
and
ultra-­‐convenient
wine
delivery.
Other
delivery
services
do
not
provide
wine
on
an
“as
needed”
basis
and
offer
wine
as
an
add-­‐
on
to
grocery
delivery.
Our
target
customer
segments
are
in
immediate
need
of
wine.
(This
Lills
the
gap
that
companies
like
Just
Eat
Lill
for
food
delivery.)
Tuesday, May 14, 13

8. BUSINESS CASE 8
Implementation
Approach
/
Timeline
After
a
soft
launch
in
November
2013
and
subsequent
marketing
blitz,
Wine.Me’s
London
buzz
will
result
in
a
Christmastime
order
frenzy.
The
hard
launch
will
include
any
Lixes
/
pivots
required
during
the
Lirst
month
of
sales.
The
post-­‐launch
campaign
will
focus
on
developmental
Lixes
and
improvements,
in
which
we
respond
to
customer
feedback
and
behaviour.
Tuesday, May 14, 13

9. BUSINESS CASE 9
Tuesday, May 14, 13

10. STAKEHOLDERS 10
Keep Satisfied:
Investors & The Board, Suppliers
Manage Closely:
Developers, Designers, Product
Tester
Monitor (Min Effort):
Delivery/Shutl
Keep Informed:
Marketing & PR, BD, Sales
High
Power
Low
Interest High
Tuesday, May 14, 13

11. MARKET ANALYSIS 11
Who are we targeting: The late-night, too lazy to walk dinner party host;
the last-minute on my way to party go-er; the I live in Chelsea and have too
many kids Mum; the OMG I didn’t buy enough wine event organizer; the I
can drink ALL NIGHT boozehound
Facts: (according to the Wine & Spirit Trade Association)
• The wine industry is worth £37.7bn in the UK
• The wine delivery industry is worth £430 million in the UK
• Alcohol duty and VAT contributes £16.3bn a year to the public finances,
the equivalent to £316 per UK adult or double the UK overseas aid budget
• There are now over 400 vineyards in the UK producing around 2.5m
bottles of wine each year
Tuesday, May 14, 13

12. MARKET ANALYSIS 12
Source
Convenience
&
Coolness
Tuesday, May 14, 13

13. MARKET ANALYSIS 13
Why
Mobile?
Wine Not?!
What are the demographics of your market?
Affluent wine drinkers aged 26+
Tuesday, May 14, 13

14. MARKET ANALYSIS 14
What’s does success look like
in terms of market
penetration?
After 1 year:
.16% of total UK market share for
alcohol delivery (£693,000)
After 3 Years:
2.2% of total UK market share for
alcohol delivery (£9,600,000)
After 5 Years:
3.4% of total UK market share for
alcohol delivery (£14,500,000)
Tuesday, May 14, 13

15. MARKET ANALYSIS 15
Tuesday, May 14, 13

16. KEY METRICS 16
Acquisition
•
Number
of
downloads
[tracked
on
Flurry]
The
number
of
downloads
of
the
customer
app
•
Customer
download
to
registration
ratio
[track
on
Acunu]
The
ratio
of
the
number
of
downloads
to
the
number
of
customers
•
Number
of
registered
customers
[track
on
Acunu]
The
number
of
customers
who
have
completed
the
registration
process
•
Number
of
shops
registered
[track
on
Google
Doc]
The
number
of
shops
registered
for
the
Wine.Me
service
MEASURING SUCCESS FOR EACH STAGE IN THE CUSTOMER LIFECYCLE
Tuesday, May 14, 13

17. KEY METRICS 17
Activation
•
Customer
registration
to
customer
order
ratio
[track
on
Acunu]
The
ratio
between
the
number
of
registered
customers
to
the
number
of
customers
that
have
completed
an
order
•
Shop
registration
to
providing
an
order
ratio
[track
on
Google]
The
ratio
between
the
number
of
shops
registered
to
the
number
of
shops
that
were
used
as
suppliers.
MEASURING SUCCESS FOR EACH STAGE IN THE CUSTOMER LIFECYCLE
Tuesday, May 14, 13

18. KEY METRICS 18
Retention
•
Churn
rate
[track
on
Acunu]
The
number
of
customers
who
have
not
ordered
in
the
past
four
weeks,
but
have
ordered
at
least
once
in
the
past.
•
Number
of
active
shops
[track
on
Google]
The
number
of
shops
who
have
supplied
at
least
one
order
in
the
past
four
weeks
•
Number
of
active
customers
[track
on
Acunu]
The
number
of
customers
who
have
completed
at
least
one
job
in
the
past
four
weeks
Tuesday, May 14, 13

19. KEY METRICS 19
Referral
•
Number
of
customers
who
have
linked
their
account
to
social
media
How
many
customers
connect
to
social
media
[track
on
Flurry]
•
Number
of
tweets
with
the
Wine.Me
hashtag.
Track
the
#WineMe
to
research
referrals
on
twitter
[Twitter.com]
•Number
of
customers
who
have
clicked
share
with
in
the
apps
How
many
customers
have
clicked
“share”
within
the
app
[track
on
Flurry]
Tuesday, May 14, 13

20. KEY METRICS 20
Revenue
•
%
of
orders
complete
[track
on
Acunu]
The
%
of
orders
that
complete
–
target
in
the
90’s.
•
Orders
per
customer
per
month
[track
on
Acunu]
The
number
of
customers
who
order
in
a
month
•
Number
of
orders
[track
on
Acunu]
The
number
of
orders
in
a
given
time
period
•
Number
of
bottles
per
order
[track
on
Acunu]
The
number
of
bottles
ordered
in
each
order
•
Number
of
bottles
provided
by
each
shop
per
month
[track
on
Google]
The
number
of
bottles
provided
by
each
shop
Tuesday, May 14, 13

21. USER PERSONAS 21
‣ L
Age:
28
-­‐
45
Income:
£100k+
(Household)
Shops
at:
John
Lewis/Waitrose,
Liberty
Eats
in:
Notting
Hill,
Chelsea
Drives:
Mercedes
Spends:
£5K
a
year
on
wine
for
home
consumption
Watches:
More4,
BBC1
Loves:
Pinterest,
Celine
Handbags,
Paris
CHELSEA MUMS
Tuesday, May 14, 13

22. USER PERSONAS 22
‣ L
Age:
25
-­‐
34
Income:
£25k+
Shops
at:
Net-­‐a-­‐Porter,
ASOS,
boutiques,
H&M,
TopShop
Spends:
£1K
a
year
on
wine
for
home
consumption
Eats
in:
Shoreditch,
Soho
Works
in:
Marketing,
Advertising,
Finance
Loves:
Twitter,
Grazia,
Majorca,
Dinner
Parties,
Girls’
Nights
PYTS
Tuesday, May 14, 13

23. USER PERSONAS 23
‣ L
Age:
29
-­‐
45
Income:
£30k+
Watches:
TopGear,
Jerry
Maguire,
Master
Chef
Spends:
£3K
a
year
on
wine
for
home
consumption
Eats
in:
Soho,
Dirty
Pizza
shops
Works
in:
Bluecollar,
Finance,
Advertising
Loves:
Beer,
wine
and
gin
and
their
iPad
BOOZEHOUNDS
Tuesday, May 14, 13

24. USER PERSONAS 24
‣ L
Age:
30
-­‐
45
Income:
£30k+
Watches:
MasterChef,
Come
Dine
With
Me,
Great
British
Bakeoff
Spends:
£25K
a
year
on
wine
for
clients
Eats
in:
Small
bites
in
the
corner
of
an
event
Works
in:
Events,
Marketing,
Advertising
Loves:
Jamie
Oliver,
Martha
Stewart,
Brit
Morin
EVENT ORGANIZERS
Tuesday, May 14, 13

25. USER FACING TECHNOLOGY 25
The
two
arguments:
‣ Native vs. Hybrid App: Why we’re going Native
‣ Services for Hybrid: Sencha Touch, Pure HTML5, PhoneGap
‣ We want to be sexy, native and not clunky. We need to be associated with high quality (wine
+ tech) and smoothness (delivery + tech).
‣ iOS vs. Android: Why we’re going iOS first, then Android
‣ iOS first because that’s where the money is flowing the fastest in the city of London.
‣ Android Q3/Q4 Launch
Tuesday, May 14, 13

26. TECHNOLOGY 26
24% of U.S. adult online
iPhone users and 21% of
Android users have used a
shopping application in the
past three months
-Forrester
Tuesday, May 14, 13

27. BACK-END TECHNOLOGY 27
The
argument:
‣ In-House or Distributed Technologies
‣ We will use distributed servers like Amazon or
Rackspace to host the web technologies
‣ We will use a distributed database like Cassandra
‣ All these technologies are scalable + work with
our budget
‣ Why? Because if one bit fails, it doesn’t take
down the entire system
Tuesday, May 14, 13

28. ROADMAP 28
‣ L
Tuesday, May 14, 13

29. ROADMAP 29
‣ L
Tuesday, May 14, 13

30. MVP 30
TO THE TWITTERS!
MVP
Product
tests
demand
on
Twitter
with
simple.
HashTag
triggers
delivery
with
follow
up
DM
for
more
information.
‣ L
Tuesday, May 14, 13

31. FEATURE PRIORITIZATION 31
‣ L
Priority
#1
•Logging
in
/
out
•Sign
Up
/
Data
Lields
•CC
entry
form,
Security
/
Card
Data
•Full
ProLile
Forms
•Wine
Selection
-­‐3
wines,
Name,
Price,
Quantity
Selection
-­‐Wine
Description,
Image
•Order
-­‐Buy
Now,
ConLirmation,
Detail
Check,
ReLine
Address,
Geolocation,
Delivery
Info,
Cancel,
Call
Driver
ConLirmation
Tuesday, May 14, 13

32. FEATURE PRIORITIZATION 32
‣ L
Priority
#2
•Social
Sharing:
Twitter,
Facebook,
Email
&
SMS
Priority
#3
•Wine
Me
Account
/
Order
History
•Wine.Not?
suggestions
and
prompts
Priority
#4
•Order
Placed
Instant
Dance
Party
•Food/Cheese
Pairings
Tuesday, May 14, 13

33. STORYBOARDING 33
‣ L
Tuesday, May 14, 13

34. STORYBOARDING 34
‣ L
Tuesday, May 14, 13

35. PRODUCT DESCRIPTION 35
‣ L
Tuesday, May 14, 13

36. CONCLUSION 36
Questions?
More
Wine?
Tuesday, May 14, 13

37. CONCLUSION 37
Wine
Not?!
Tuesday, May 14, 13